MADRID (AP) — The changes in the Davis Cup go beyond its revamped format.

In addition to a new playing formula that will bring nations together for a weeklong tournament in a single venue, the Davis Cup is also implementing a new sponsorship strategy that will make tennis’ top team competition look different to television viewers — all depending on where they are watching it.

The group behind the new Davis Cup — led by Barcelona defender Gerard Pique — is planning to use virtual replacement advertising during broadcasts at the inaugural “World Cup” of tennis in Madrid from Nov. 18-24, meaning sponsors’ logos and banners will be superimposed digitally on the courts. A viewer in the United States will see something different than one

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